Transunion and Epsilon Collaborate to Bring Id-Agnostic Audiences to Connected Tv and Streaming Audio Campaigns
June 07, 2022 at 08:00 am EDT
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TransUnion announced a partnership to make data from Epsilon available via the TruAudience(R) Data Marketplace. The relationship marks one of the largest audience targeting partnerships across Connected TV, smart speakers and gaming consoles. Brands and agencies can now access audience insights from Epsilon's top-ranked consumer database of 250 million U.S. consumers mapped across TransUnion's household identity graph covering more than 80 million U.S. connected homes. Through this partnership, brands and agencies can create custom audiences based on thousands of attributes, thereby allowing them to reach each person with personalized messages across channels. Approximately 80% of OTT viewing time occurs on home-based devices like connected TVs(i) and 100 million Americans own at least one smart speaker(ii), neither of which generate cookies and often do not have device IDs.TransUnion's patented method combines many digital signals and identifiers from these connected devices as well as personal devices to create a view of each connected household. This makes the audience-verified integration of Epsilon data into the TruAudience Data Marketplace ID-agnostic and able to withstand the deprecation of cookies and other identifiers across streaming media. The TruAudience Data Marketplace is a privacy-conscious, end-to-end solution for executing high-fidelity streaming and omnichannel campaigns with consistency and scale. The marketplace is the most leveraged audience targeting solution across leading streaming publishers, demand-side platforms (DSPs) and supply-side platforms (SSPs). Clients can create custom audiences and reach consumers with the right message across multiple channels. Epsilon has developed the most complete set of transactional data assets to be used across all marketing channels. Epsilon also hosts one of the largest cooperative transactional database in the U.S. with more than 3,000 contributing
brands in key B2C and B2B categories. Epsilon data covers demographics, lifestyles, financials, market indicators, healthcare, automotive, propensity models/market trends, and opted-in survey data.
TransUnion is a global information and insights company. The Company operates through three segments: U.S. Markets, International and Consumer Interactive. The U.S. Markets segment provides consumer reports, actionable insights and analytics to businesses. These businesses use its services to engage and acquire customers, assess consumer ability to pay for services, identify cross-selling opportunities, measure and manage debt portfolio risk, collect debt, verify consumer identities and mitigate fraud risk. The International segment provides services similar to its U.S. Markets segment to businesses in select regions outside the United States. The Consumer Interactive segment offers solutions that help consumers manage their personal finances and take precautions against identity theft. Services in Consumer Interactive include credit reports and scores, credit monitoring, identity protection and resolution, and financial management for consumers.
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